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(Last updated: 25 Feb 2009)
Overview
The Australian cosmetic and toiletries industry has domestic sales of approximately A$5 billion per annum.
In terms of exports, the cosmetic and toiletries industry had exports of A$398 million in 2007-08. This was an increase of over eight per cent on the previous corresponding period and indicates the industries continuing strong export growth.
In the international market, Australia is known for its bodycare, pampering, hair removal, hair care and salon products, and well as cosmeceuticals and dermatologist lines.
Australian products achieve global success because of their reputation for being clean and green. We are also known for our natural and organic products. Our cosmetics and toiletry products have been developed to counter adverse effects of sun, humidity and varying climatic conditions. As a result Australia is highly respected for its sun protection products and being recognised for its adherence to stringent standards. Similarly, Australia’s anti-ageing products have been created to meet the needs of our growing numbers of senior citizens.
Australia has the advantage of a variety of climatic conditions suitable for growing a wide variety of raw ingredients, essential oils and bush essences. The Australian sheep industry provides lanolin, a highly-prized ingredient in Asia. Another new interest overseas is in indigenous Aboriginal ingredients and emu-oil-based skincare.
Key opportunities
Key growth areas are in products such as:
- men’s grooming products
- baby products
- anti-ageing and dermatological products
- ‘doctor brands’
- cosmeceuticals
- sun care
There is also a growing demand worldwide for natural skincare and body products. Australia has the advantage of already being recognised in this sector of the market.
For all exporters it is important to recognise that world-class packaging and presentation are essential. Safety issues have also become important particularly in China.
Beauty salons and spas are also a growing trend worldwide and Australian companies successfully exporting in this area.
In 2008, the top 10 markets for Australian cosmetics and toiletries were New Zealand, USA, UK, Hong Kong, Singapore, Japan, Taiwan, India, South Korea, and Malaysia. But there are new emerging markets such as China, Denmark, Norway and Thailand that are demonstrating strong opportunities for the Australian cosmetics industry. However, it is important to highlight that in Asia, bigger customers are looking for well known ‘established’ brands or brands with clear unique value propositions.
To help with exporting, in 2008, many Australian cosmetic companies showcased their products at the Cosmoprof trade fairs in Italy, Asia and North America; as well as Beauty World Middle East.
Priority markets with the greatest opportunities for Australian exporters in the cosmetics industry include:
- USA
- UK
- China and Hong Kong
- Denmark
- Norway
- Thailand
- South Korea
- Taiwan
How can we help you?
With a worldwide network of highly experienced and qualified staff, Austrade provides a number of dedicated and tailored services to Australian exporters.
Austrade offers practical advice, market intelligence and ongoing support (including financial) to Australian businesses looking to develop international markets. Austrade also provides advice and guidance on overseas investment and joint venture opportunities, and helps put Australian businesses in contact with potential overseas investors.
For further information please contact Austrade on 13 28 78 or email info@austrade.gov.au.
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